Apple CEO Tim Cook reiterated his claims that Apple Vision Pro is “on track for its scheduled release in early 2024 as the company first revealed during WWDC 2023 and again last Tuesday at its “Wonderlust” iPhone 15 event. Cook also discussed Apple’s stances on the environment, Twitter advertising, and the complex relationship with China in a new interview with CBS‘s John Dickerson.
Apple Vision Pro
Cook is not budging from his commitment to release Vision Pro at its scheduled release date of early 2024 without further narrowing that release window to a specific calendar month. Dickerson alludes to earlier reports of suppliers struggling with manufacturing the headset due to its complex assembly and engineering. Cook confirms the complexity of Vision Pro while denying that it will affect its market release, adding that he is using Vision Pro “on a regular basis,” including access to features that seemingly are yet to be publicly announced.
It is on track. I’m using it on a regular basis. I watched the entire third season of Ted Lasso on Vision Pro, and there are some things that I have access to that other people don’t have access to.
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It’s more complex, and so it requires innovation in not only in the development but also in manufacturing.
Tim Cook on Vision Pro
Apple-China Relationship
Dickerson asks Cook about Apple’s relationship with China amid escalating political tensions with the US and signs of a broadening trade war as Beijing cracks down on iPhone office use in various government agencies and state-backed companies. Cook concurs a few “complexities” when conducting business in any country outside the US while adding that Apple cooperates on many fronts with the Chinese government, including investment in solar farms.
We have been there for 30+ years. There are some complexities dealing with business in any foreign country because you are dealing with different laws and regulations than you are used to in your home country.
I believe in engagement. I believe that you can always find things to work on together, and we found many things [with China] to work on together. We abide by the laws of the country that we’re in. We respect their laws and their customs.
Tim Cook on Apple’s relationship with China
Environmental Initiatives
Environmental sustainability was a key theme that Apple portrayed during its “Wonderlust” iPhone 15 event last week, with the Apple Watch being the first carbon-neutral Apple product and a renewed commitment to transition all products to carbon neutrality by 2030.
Apple faced criticism online for its “Mother Nature” skit in particular and its environmental stance as a whole as it was accused of virtue signaling and corporate greenwashing. Cook rejected these notions, labeling Apple’s strides toward carbon neutrality as “hard work.”
I don’t do virtue signaling, at all. I don’t believe in it. We want to do hard work. I want to see that it pencils out, because I want other people to copy it. And I know they’re not going to copy a decision that’s not a good economic decision.
Tim Cook on Apple’s sustainability efforts
For this segment, Cook was joined by Apple VP Kristina Raspe who stressed that the idea of a carbon-neutral iPhone remains a “holy grail” for the company’s environmental efforts. Cook further added he would like to see other companies copying what Apple has achieved sustainability-wise, calling the company’s efforts “the ripple in the pond” for others to follow.
Twitter Advertising
Apple has faced criticism for its ongoing use of Twitter, now known as “X,” and its substantial advertising expenditures on the platform. Many Apple observers suggested that the company should reconsider this decision.
When questioned by Dickerson about whether Apple should halt its advertising on Twitter, Cook provided a vague explanation as to why Apple still advertised on the platform, something the company is constantly evaluating.
It’s something that we ask ourselves. Generally, my view is Twitter’s an important property. I like the concept that it’s there for discourse and there as a town square. There’s also some things about it I don’t like.
Tim Cook on advertising on Twitter
Remote Work
Dickerson asks Cook about Apple’s remote work policy, which the company has faced some internal pushback from employees. Cook admits that Apple is still in the evaluation phase with hybrid work, calling the recent 3-day office week policy a pilot program.
We admitted we don’t know what the best approach is. What we decided to do was to run a pilot where people would come into the office three days a week.
We deal with user experience and this requires collaboration and so we knew it had to have a fair amount of in-person work. We are still in the pilot today.
Tim Cook on remote work
The full interview can be found on CBS‘s YouTube channel here.
